Where to buy?
I believe Sony is one of those companies that distributes only to "authorized" resellers and part getting that authorization is maintaining the suggested retail price on products being sold.
This pretty much keeps there prices consistent regardless of where you shop. There are times when some places drop the prices anyways, but it's not really common. Usually when you see a huge deal it's on batteries, from a non authorized reseller, and more often than not, the batteries are counterfeit.